Get her a diamond...JCPenney said so

JCPenney has come out with a nervy viral marketing campaign to promote diamond jewelry this Christmas. “Beware of the Doghouse” is the company’s new site; its centerpiece is a four minute video, which can be seen above.

This is the first viral marketing effort of this type JC Penney has done. Quinton Crenshaw, company spokesman said, “A lot of us men have been in the doghouse at some point, and much of it is around this concept of gift-giving. So we saw this as a funny way to engage consumers (Bates).”

JCPenney promoted the video on facebook and other interactive sites and, although Crenshaw would not specify how many of hits it’s gotten, he said it has “exceeded expectations (Bates).”

The “doghouse” site also links to JCPenney’s offerings of diamond jewelry. But, as clever as it may seem, some are saying the ad is too sexist. An advertising blogger on MSNBC is unamused, all but calling the ad sexist. Underneath that post you can see some 200-plus comments debating its pros and cons. There is also a vigorous debate on youtube, where the ad has gotten over 300,000 hits (Bates).

What are your thoughts?


Bates, Rob. JCPenney Tries To Make Diamond Advertising “Viral.” 10 Dec 2008. View the entire article here

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